DECEMBER 2003 HIGHLIGHTS...
	Director's Note: A Dollar for Your Thoughts Research: Dollar Store Consumer Close-Up by Meyers Research Center Channel Insights: A New View of Category Management by Perception Research Services Desktop Marketing Conference: Audio-enabled Lectures from Roper ASW and The Bailey Group Research: Retailer Attitudes About Vendor Displays

Director's Note A Dollar for Your Thoughts

There are two kinds of trends in the retail marketing world: those discussed at conferences and those implemented in stores. Often, it takes years for the concepts discussed at industry events to become accepted practice. For instance, despite ample evidence that ethnic populations in the U.S. were growing in both size and buying power, it took nearly a decade of calls to action from industry speakers before mainstream marketers embraced ethnic marketing as a basic strategy. At the P-O-P Show/New York earlier this month, marketing professionals came in droves to attend presentations on Wal-Mart and Target. Discussions about working with these premier retailers have been a "hot topic" for seminars for a number of years -- and rightfully so, given their status in the retail world. In comparison, however, fewer professionals attended a session on dollar stores, a topic that has dotted numerous event agendas in the past year but hasn't yet reached "hot topic" status. Those with the foresight to attend are now armed with information about dollar store shoppers that the rest of the industry soon will require. (Members have access to the information. See more below and at right.) Why will product marketers need to know more about dollar stores? Because 62% of U.S. consumers now shop the channel -- more than visit warehouse clubs and c- stores, and nearly as many as visit supercenters, according to ACNielsen data. Because the channel's largest retailer, Dollar General, opened more than 600 new stores in 2003, and will open even more than that in 2004. Because leading dollar store chains, having discovered that in-store marketing can increase sales, are looking to partner with product vendors. And because leading brand marketers, including bellwether Procter & Gamble, already are developing ways to do so. The In-Store Marketing Institute's mission is to improve the industry's learning process, to identify trends and provide the information retail marketers need to act upon them. We'd love to be able to shorten the time it takes for a "hot" seminar topic to become standard industry practice. As always, we welcome your support, and we encourage your feedback. Sincerely, Peter Breen Managing Director, Content Members: Log on for more. »

Research Dollar Store Consumer Close-up

Although they come mainly for convenience and price, nearly one-third of dollar store shoppers claim special displays can influence their in-store purchase decisions, according to a new report from Meyers Research Center. In the just-released "Dollar Store Close-Up 2003," Meyers finds loyal shoppers who've made their local dollar store the destination of choice for specific category purchases. The transaction size in the channel may be small ($7.48 per trip), but the potential is huge. Members: View the research here. »

Channel Insights A New View of Category Management by Perception Research Services

Relying solely on scanner data to guide category management initiatives could actually be leaving sales dollars on the table, argues Scott Young of Perception Research Services in his latest Institute-exclusive article. To fully exploit the power of category management, retailers must strike a balance between consumer needs and profit goals, and that requires a deep understanding of what purchase decisions can be influenced at the shelf, says Young. Members: View the research here. »

Desktop Marketing Conference Audio-enabled Lectures from Roper ASW and The Bailey Group

One out of every 10 Americans tells the other nine how to vote, where to eat, and what to buy. Ed Keller, chief executive officer of consumer research firm Roper ASW, delivers a profile of the 21 million "Influentials" whose word-of-mouth endorsements can make or break a brand. He also offers seven strategies for marketing effectively to these powerful consumers. It's human nature to base assumptions on physical appearances, which is why packaging must clearly express a brand's "true persona." Russell Napolitano, executive vice president of design firm The Bailey Group Inc., offers tips for developing informative and eye-catching packaging that will win over both consumers and retail buyers. Members: View the presentations here. »

Research Retailer Attitudes About Vendor Displays

The most effective displays are produced by brands in the alcohol, beverage, confectionery and snacks categories, according to a survey of retailers conducted recently by the Institute and P-O-P Times. The second part of our exclusive survey (Part I was highlighted in the November newsletter) offers some candid assessments of display effectiveness, placement and compliance. Members: Read more here. »